Morgan Stanley and E-Trade named Interpublic Group's Mediahub as its media agency of record following a four-month review.
Data strategy was a key component of the request for proposal. For this reason, IPG’s customer intelligence company Acxiom, was placed front-and-center in Mediahub’s pitch, with the agency going into the review calling itself “Mediahub powered by Acxiom,” says John Moore, global CEO, Mediahub.
This data-centric approach is especially important as brands grapple with a privacy crackdown and the impending demise of the third-party cookie, which is used to track consumers around the internet and send them relevant messaging.
The financial services company undertook the review as it looks to further integrate E-Trade, which it acquired in November, into the rest of the company.
"By moving media efforts for each brand under management of one central agency, this will ensure collaboration of strategies and synergies across planning and buying efforts,” Alice Milligan, chief marketing officer, Morgan Stanley, said in an email.